从目的论的角度谈进口化妆品品牌的翻译原则及方法_英语论文

A Study on Translation Principles and Methods of Imported Cosmetics’Brand Translation from the Perspective of Skopos Theory

摘要

随着经济全球化的不断深入发展以及人们生活水平的提高，进口化妆品越来越受到广大群众的的亲睐。国内外众多化妆品牌纷纷加入到市场竞争中。很多企业必须面对一个问题就是如何让自己的产品在众多竞争产品中脱颖而出，然而想要解决这样的问题不仅需要考虑产品的质量价格和包装，拥有一个具有鲜明特色的品牌名称的作用是不容小觑的。大家都知道品牌效应的重要性，它不仅是产品的符号象征，更是体现了企业的文化和形象。因此，不管是从经济的角度还是文学角度来说，品牌翻译都值得深究。

本文将从目的论的角度探究进口化妆品品牌名称翻译方法与原则。通过对收集的100多种化妆品品牌进行了系统的分析与研究，将中西方文化差异，消费者心理需求以及翻译语言特色都囊括在翻译化妆品品牌时必须考虑的因素之中。目的论对于品牌翻译有着重要的理论指导意义，它突破了传统的等效、等值理论，为翻译灵活进行提供了理论依据。

关键词: 目的论 化妆品品牌翻译 翻译方法及原则

Abstract

With the further development of economic globalization and the improvement of people’s standard of living, imported cosmetics have been more and more popular to broad masses of the people. Many cosmetic brands at home and abroad have joined the market competition. The problem that many enterprises have to face is how to make their product stand out in many competing products. However, trying to solve this problem not only need to consider the quality, price and the packaging of a product, it is of great significance to have a brand name with special characteristics. We all know the importance of brands, it is not only just the symbol and representatives, but also reflects the corporate culture and the image. Therefore, whether it is from an economic or a literary point of view, brand name translations are worth studying further.

This thesis explores the translation methods and principles of cosmetics brand names from the perspective of Skopostheorie. Based on the collection of more than 100 kinds of cosmetics brands which were analyzed and studied systematically, the article takes the east-west cultural differences, consumer’s psychology and characteristics of language translation into consideration for translating the cosmetics brand. Skopostheory has important theoretical significance in translation for the brand, because it broke through the traditional equivalence and provided a theoretical basis to flexible translation. 

Key Words：Skopostheorie Cosmetic, brand translation ,Translation principle, Translation Method 

Contents

1 Introduction1

  1.1 Background of the Research.1

  1.2 Significance of the Study2

  1.3 Overall Structure of the Thesis2

  1.4 Methods of Research2

2 Literature Review.4

  2.1 About Skopostheorie4

  2.2 Basic Concepts and Three Rules of Skopostheorie.5

     2.2.1 Basic Concepts5

     2.2.2 Three Rules of Skopostheorie5

3 Cosmetic Brand Names8

  3.1Definition of Brand Names.8

  3.2 About Cosmetic Brand Names8

     3.2.1General Characters.8

     3.2.2 Formation of Foreign Cosmetic Brand Names..9    

4 The Methodology of Cosmetic Brand Names Translation11

4.1 Methods of Cosmetic Brand Names Translation11

4.2The Specific Principles of Cosmetic Brand Name Translation.15

5 Conclusion.18

References.19